Getting sponsors for a non-profit

[EmJ628]

looking for some input from those of you who have worked with charities or corporations/businesses who offered sponsorships. I work for a not-for-profit equestrian school that is new and we are hoping to build some relationships with businesses both local and more of a national scale that would be interested in supporting our program. I know a social media presence is very important to attracting corporate sponsors- but we are still a pretty small organization (e.g. I don’t think major tack or saddle brands would see benefit in sponsoring a group of 10 kids who are not showing all the time)

Does anyone have any suggestions or tips? If you are a junior or adult who has a sponsor how did you initially contact the companies?

Thanks for any help everyone!

[Scribbler]

If you are a new organization I would put a lot of effort into selecting likely sponsors, contacting them, and setting up in person meetings to “sell” your group.

I would also put some thought into appointing people to your board of directors who have deep community contacts and whose presence would contribute to your credibilty in the community.

People will want to be assured of a couple of things before donating.

1. Is this groups legitimate, will it follow through on what it promises, and will my donation be spent in a useful way?
2. Does this group have a true nonprofit charity aim?
3. Is this a group that I want to be associated with?
4. What kind of exposure or advertising or publicity will my company get from this?
5. Why should we support this specific group rather than another group?

I would suggest going into the meeting with a specific “ask” like: we need $$$ to sponsor one disadvantaged child for eight weeks of riding lessons, etc. Have several options or levels of support.

Social media is good, so that after you have your meeting, the business person can look you up on line and be reassured that you really exist. For that you need a good basic webpage with your mission statement, your address, photos of your project at work. Doesn’t need to be fancy. Once you have sponsors you can include them in a Twitter feed. But no one is going to find you and offer to donate just based on social media. There is way too much clutter out there, too many demands.

Also conventional media coverage is very good, and you can link to your social media. If the local newspaper or TV station does a story on you, that is invaluable for giving you crediblity.

You want to have a good vivid “story” about what your group does, and why it is needed.

All of this is best done in person, and if you have facilities, you can then invite them to tour/ watch/ etc.

[pony4me]

Businesses want a return on their “investment” so have a plan in place that lists what they will get in return for any sponsorship. Social media mentions are important. Does your organization have a Facebook, Twitter and/or Instagram presence? Work on building that presence so that an association with your organization will be more beneficial to a business. Good luck to you!

[EmJ628]

pony4me and Scribbler thank you!! That’s helpful info and wonderful advice on how to wrap my head around this process. Fundraising is not something I have had to do in my professional life before so getting a basic plan assembled, I feel, is key. Thankfully our organization is very legit and has a long history but the equestrian side of the organization is totally new and is a whole different market they need to break into. This is great info.

[mmeqcenter]

IME it is easier to get sponsors for specific charity fundraising events, instead of just a general day-to-day sponsorship or donation.

Can you host a small schooling show, maybe once a year?
Or a potluck/carnival type event?
Or other type of more general fundraising event - Golf tournament, Poker, Auction, Raffle, etc.

Events offer more exposure to a greater variety of people, and would help get non-equestrian sponsors.
I personally love a competition of some kind as a charity fundraiser, because there’s a huge number of things businesses can donate to or sponsor in some way. I helped someone many years with schooling show as a charity fundraiser, and it was always easiest to get non-horse related businesses to donate an item or gift card (example, Bath and Body Works) as a Class/Division prize. I worked for the parent company of Bath and Body Works at the time, actually, and they asked like one question and were like “Okay, here’s a couple $25 gift cards!” Easy.

[VelvetsAB]

Local therapeutic riding center had a Food Truck Rally, where 10% of the food sales went towards the riding school. They also had pony rides for $2 for kids.

When posting your sponsors on social media, ensure that if you have a photo of their logo, that is a HIGH quality logo, and not some pixelated down, right click stolen one.